Damsinier: 8 Things to Do Before Hitting Send


There are times in your professional life when panic overwhelms you – times when you feel like someone has thrown a cold blanket over your shoulder while whispering, “you have big problems.

When you open an email you sent to your marketing list and see something wrong at all – an important link is broken, merge fields aren’t working, you misspelled your name. business in the subject line – you know you are in one of these times please tell me this is not happening.

I can speak from experience as I have made more embarrassing mistakes than I would like to admit, especially when sending automated email campaigns to potential customers or link building perspectives.

One way to avoid this pain is to develop a checklist. Throughout history, professionals as distinct as pilots and surgeons have relied on checklists to increase work efficiency, reduce stress, and streamline work processes. Thanks to the work of Atul Gawande, surgeon and bestselling author of the book The checklist manifesto, the use of checklists to simplify complex processes has grown in popularity in recent years.

In this article, we’re going to look at a simple email marketing checklist that you can use before sending out your next campaign and avoid any humiliating mistakes.

# 1: Do you have an effective subject line?

The subject line of your email is one of the most critical factors in increasing your open rates, as crucial as headlines are for web copy and online ads. A recent survey carried out by Litmus and Fluent found 34% of respondents said the subject line is the factor that determines whether or not they will open an email.

checklist for open factor email marketing

Before sending your email, check if your subject line meets the following criteria:

  • Length: Keep your subject lines under 50 characters.
  • Relevance: The subject line should connect with the email message. Does the subject line say anything related to the email message?
  • Interest: The subject line should also engage the recipient’s interest. Consider asking questions, using open-ended statements (eg, “You need to read this”) or emoticons, which Can increase your open rates.

# 2: Are you sending your email to the right audience?

Your Email Marketing Campaigns Are Most Likely target multiple segments and audiences separately. Therefore, before sending an email campaign, you want to verify that you are sending it to the right audience.

To get started, make sure you’re using segments based on all of the demographic, behavioral, and psychographic data available. You can use this data to personalize your email campaigns (more on this later).

Also, your email copy must match the data used to create each segment. For example, an email campaign targeting existing customers might include brand-focused messages because of their familiarity with your brand, while a campaign targeting recently signed subscribers shouldn’t.

Finally, check if you are sending an email to a list that is already in an automated sequence. If so, consider removing them from your message as they may receive multiple emails with mixed messages.


Write fewer emails, get more responses.

Are you falling off your prospect’s radars? With Nutshell’s personal email sequences, we’ll remember the follow-up for you.


# 3: Did you choose the correct sending time?

Even if you use email marketing software that can detect your recipients’ time zones and send emails to them at the same local time, you still need to find the best times and days that are most likely to contribute high open rates. While you should test your posts to find the correct time for your mailing list, a meta-analysis of CoSchedule suggests that the best times to send an email are:

  1. 10 hours
  2. 8 p.m. to midnight
  3. 14 hours
  4. 6 am

At the same time, the best days to send your emails seem to be between Tuesday and Thursday.

Regardless of when you choose, what really matters is that you are available to handle your subscribers’ responses soon after they receive them. Don’t schedule an important announcement email to go out at night or on weekends if the answering machines won’t respond to you in a timely manner.

# 4: Did you set up the personalization correctly?

There isn’t much you can do in an email explosion to make it personal to individual recipients. Yet seeing your or your business name in a marketing email creates a personal connection.

The problem with customization is that it requires correct configuration; lack of data or incorrect insertion of dynamic field will lead to embarrassing situations or even generate hostility. (If you’ve ever been greeted with “Hello {FNAME!” In an email, you know exactly what we’re talking about.)

When you analyze your email personalization, check:

  1. The existence of basic data on subscribers: Make sure you have the correct data to use in your dynamic fields. First name, last name, and company name should be requirements for email signup forms, so that you can add these personalization elements in marketing emails.
  2. Correct formatting of merge tags / dynamic fields: If you wrote the dynamic fields yourself, make sure you wrote them correctly and fit in the email, i.e. check for spaces, commas and other putting issues shaped as the dynamic field can cause.

# 5: Is your copy convincing?

Your copy of e-mail is the heart of your email marketing campaign. You have to think of it as an advertisement – more personal and more accessible, perhaps, but just as compelling.


Examine your email copy for its purpose (for example, a campaign for new subscribers will have a different message than the one sent to existing customers) and make the appropriate changes accordingly.

Three aspects that you want to look for in your email copy are:

  • Clarity: Your copy must be clear. Delete any unnecessary words or phrases that distract the reader from the main message. Keep your paragraphs under three sentences.
  • Power of persuasion: Check your copy to see if it prompts the desired action. Does each sentence lead to the next and ultimately to CTA?
  • Utility: No one likes to receive irrelevant emails. Assuming you’ve picked the right audience, your email should clearly be of value to the reader. What is your email trying to do for the subscriber? Does the copy make it clear that whatever it prompts them to do is helping them?


The best sales email is the one that is read.

Download the Complete Guide to Writing A LOT of Better Sales Emails for over 50 professional tips on how to make your emails pop in a crowded inbox.


# 6: Does your copy contain spelling and grammar errors?

Grammar rules everything around me. At least it governs everything to do with content, including email. Your email must avoid grammar errors, which includes issues related to:

  • Clarity
  • Use of grammar
  • Punctuation
  • Spelling
  • Your

Take a day off after composing your email and proofread it from scratch. Better yet, send a test email to your email address and read it like it’s from a stranger. Do the sentences flow naturally? Can you catch glaring mistakes? Does the use of punctuation and capitals follow your company’s style guide?

It’s common to find errors in test emails that you skipped while writing the email. Sometimes you just need to see the email in the right context – as a reader, not as a writer. We also recommend that you ask other team members to read your email and give you suggestions.

If you can afford it, consider hiring a professional proofreader or editor to give you another look at your emails. A cheaper and faster alternative is to use a grammar tool like Grammarly or ProWritingAid.

# 7: Are there any formatting and accessibility issues?

Your email should prioritize content over sophisticated design. Most companies use minimalist designs with few images and other design elements that distract the reader.

Examine your email and look for any significant issues with its formatting, including:

  • Contrast between elements– Does your content stand out against the background and between each section?
  • Font sizeSuggestions range from 12 points to 18 points.
  • Spaces between elements: The margin and padding between titles and text must be consistent. Avoid unnecessarily large spaces between elements of your email.

Even though your email format looks correct, your subscriber’s email clients, browsers, and devices may not display your emails correctly. To find out about possible accessibility issues, test your emails with a tool such as Sunflower or Mailtrap, and resolve any issues that arise.

testing emails on different platforms and devices

# 8: Does your email contain something that will mark it as spam?

If you are sending commercial emails, you should know and know how to comply with the requirements imposed by CAN-SPAM law, which sets the rules that all businesses must follow.

The law requires all commercial emails to:

  • Include a valid physical mailing address.
  • Avoid using misleading, misleading, or falsified information in “From”, “To”, “Reply To”, Subject, and Route information.
  • Indicate the content of the email.
  • Include an unsubscribe button.

Failure to comply with the CAN-SPAM law can result in penalties of up to $ 16,000 for each email violation. Email marketing software can automatically add all of this information. So make sure they are included in your email.

We also strongly recommend studying this list of spam trigger words which can lure your email into spam filters.


When you write an e-mail, you want to put all your energy into crafting a user-friendly, value-driven message. Don’t worry if your subscribers can read your emails properly or if you are breaking the law.

The eight-point email marketing checklist presented here will help you focus on what’s most important to you – amaze your subscribers with your content – while keeping you from making big mistakes.

Do you check your emails before sending your campaigns? If so, what are you checking?


About the Author: Ivan Kreimer is a freelance content writer which creates educational content for SaaS companies like Leadfeeder and Campaign Monitor. In his hobby he enjoys helping people become freelance writers. Besides writing for smart people who read sites like Nutshell, Ivan has also written on sites like Entrepreneur, MarketingProfs, TheNextWeb, and many other influential websites.


Leave a Reply

Your email address will not be published. Required fields are marked *